Denis Diderot and the world of cultural goods: an interpretation of the Encyclopédie in modern consumption

ABSTRACT This paper revisits Denis Diderot’s essay “Regrets on parting with my old dressing gown,” which first appeared in 1769 and became a seminal reference for marketing and consumption studies. We explore Diderot’s critical perspective on consumption, considering the philosopher directed a project, the Encyclopédie, that boosted what we may identify as a market of “cultural goods.” First, we reexamine Diderot’s essay, focusing on the opposition between changeable and permanent objects. Then, we discuss the Encyclopédie as a consumer good that resulted from innovative commercial strategies and fomented a publishing market, drawing from Robert Darnton’s historical research on the business side of the Enlightenment. Finally, we consider the Encyclopédie in light of Diderot’s view on “good” and “bad” luxury and the reproducibility dilemma. The paper shows how the burgeoning eighteenth-century consumer market posed moral and philosophical questions underlying current debates on fashion, luxury, and technologies, arguing the Encyclopédie made consumption legitimate within the Enlightenment frame.